Rural Development Model for Japan: Applying Italy’s Territorio Strategy

Abstract

This study argues a rural development model for Japan that applies Italy’s Territorio strategy, which is seen as a real-life model of sustainable rural development. The results show that it is difficult to apply the Italian development model as is to Japan. First, although Territorio in Japan are formally delimited into administrative districts, an overlapping scope of place branding and territorial identity is loosely established by a core of trade associations and individual companies scattered throughout each administrative district. Second, trade is a catalyst for community formation. Economic activities aimed at local, nationwide and global markets through trade create place branding and territorial identity. Third, trade is led by actors from multiple sectors, including agriculture, fisheries, and related businesses in processing, manufacturing, distribution, food and beverage, and tourism, as well as their industry sector. In order to form a Japan-embedded Territorio model, it is essential to support the independent activities of diverse actors and to form networks among them. Since economic activities are crucial, providing employment opportunities for employees to enhance their work-life balance and their lives as consumers is also necessary.